Because we are an international company, the logo should communicate something about what we do (water, irrigation, trees, leaves, water droplet, etc?) without the customer needing to understand the english name (Deep Root Irrigation). As a new irrigation technology, we are a bridge between technology and nature, which may (or may not) be a helpful concept in the design process.
We currently use two different logos -- one represents the manufacturer (Deep Root Irrigation) and the other represents the distributor (Deep Root Distribution). For the sake of our customer, the two companies will be using one logo going forward.
The Deep Root Distribution logo has proven to be too complicated and the DRI logo is too... amateur? Yikes.
One concept we ideated was that of a tree shape cut out from a water droplet (see attached... I think the file is accidentally turned sideways).
We've also attached a few other images we found and were drawn to.
- we like the use of multiple shades of green in the "Louise Smith" business card
- we like the abstract quality of the tree in the green/ white tree image
- and we like the way that the tree/lightbulb image *hints* at the lightbulb shape without making it too obvious
Our marketing team is also gravitating toward simpler designs, our current design (file included here) is too complex, making it difficult to use in all of the applications we need it for. The simpler, the better!